Good emails don’t sell.
They pull.
They make the reader forget they are being marketed to.
Here is the checklist I share with my team. Simple. Practical. No fluff.
1. Write the subject line last
2. One idea only
3. First line must hook the brain
4. No paragraphs longer than three lines
5. Remove every phrase that sounds like an ad
6. Proof of value beats claims of value
7. Replace features with consequences
8. End with the easiest possible next step
9. Test tone before testing templates
10. Read it out loud
And since this is a checklist, don’t forget the attachment!
1. Write the subject line last
If you start with the subject, you will overthink it. Write the message first, then distil the promise into one short line.
If it does not make you curious, it will not make anyone else curious.
2. One idea only
If your email tries to do three things, it does nothing. Pick the one thing you want the reader to remember.
Everything else goes away.
3. First line must hook the brain
Not clever. Not poetic.
Clear. Intriguing.
Speak to something they already care about.
Example
You are losing deals you should be winning and you do not even know why.
4. No paragraphs longer than three lines
People skim. So give them something skim friendly.
Short blocks. Clear rhythm.
Your job is to keep their eyes moving.
5. Remove every phrase that sounds like an ad
You know the ones
Revolutionary. Cutting edge. Industry leading.
Delete them.
Talk like a human, not a brochure.
6. Proof of value beats claims of value
One line of evidence is worth ten lines of hype.
A number. A short example. One sentence of social proof.
That is enough.
7. Replace features with consequences
Features are what you sell. Consequences are what they feel.
Instead of
“Our agent blocks threats faster”
Try
“Your team stops getting woken up at 3AM.”
8. End with the easiest possible next step
Not a big ask. Not a calendar link explosion.
One action.
“Reply yes” or “Get the one page” or “See the dashboard”
9. Test tone before testing templates
Warm. Direct. Curious.
Tone wins more than format.
10. Read it out loud
If you cringe, the reader will too.
Smooth emails sound good when spoken.
Bonus tip
Start reading marketing emails.
You cannot write good ones if you never see good ones.
Create a folder.
Save every email that made you open, click, or smile.
Study them.
Patterns will appear.
And you will start writing the kind of emails you would actually enjoy receiving.
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